AFTER THE CRUSH
A Perspective on Wine Labels
by
Paul W. Reidl
Associate General Counsel
E. & J. Gallo Winery
I.
WHAT IS A WINE?

Wine is the product of fermented grapes.

Wine is the product of centuries of tradition.
II. WHAT GIVES WINE ITS
FLAVOR?
The characteristics of the grapes.
 The geographic and climatological
conditions under which the grapes are
grown
 The skill of the winemaker.
 Yeast selection
 Fermentation
 Aging

Wine Label Designations Have
Been Influenced By Three
Things: Tradition, Geography,
and the Winemaker’s Ability to
Influence the Final Product.
III. THERE ARE FOUR
LABELING SCHEMES
Traditional Old World: “The Primacy of
Place.”
 Traditional New World: “Who and Where?”
 Modern New World: “What’s the Story?”
 Fictitious Names/Icons and Logos.

A. Traditional Old World
Labeling: The Primacy of Place.

Thesis: Geography makes the wine.

Primary Designation: Geographic
Indication.

Secondary Designation: Name of the
Producer.
What is a Geographic Indication?
A government-designated place with special
growing characteristics.
 American Viticultural Area, Appellation
D’Origin, DOCG, etc.
 This should not be confused with the name
of a geographic fixture that happens to be in
an area where wine grapes are grown.

Examples:

Geographic Indications:
 Burgundy
 Bordeaux
 Napa Valley
 Chianti
 South West Australia
 Barossa Valley
Not Geographic Indications:
Livingston Cellars
 Redwood Creek
 Stoney Point
 Black Bear Ridge
 Black Forest

B. Traditional New World
Labeling: Who and Where?

Thesis: The Skill of the Winemaker is
Paramount.
 Personification/Surnames
 Gallo, Mondavi, Franzia, Heitz,
McWilliam’s, Beringer

Geographic location is secondary.
C. Modern New World
Labeling: What’s the Story?
Thesis: Apply modern marketing to wine
but respect consumer preference for
tradition (geography, personification.)
 These labels are suggestive of people or
places, or simply fanciful.
 Emphasis on a total marketing package.


This is why there are so many labels
containing “creek,” “mountain,” “ridge,”
“valley,” etc. They provide a connection
with the land.

The marketing programs for these brands
will frequently suggest a family/winemaker
connection.
D. Fanciful Names

These can be successful, but are not as
common as the others.

Some of these labels have icons which
become the symbol of the brand. Icons are
useful for cross-merchandizing.
IV. THE FUTURE?

Old World Modernization?
 Example: French Ministry report.

Heritage Labeling?
 Example: Franzia package.